VMLY&R and Berlin Cameron: Walgreens Class of 2020


VMLY&R and Berlin Cameron: Walgreens Class of 2020

Helping families celebrate graduation without the ceremony

For the first time, we’re seeing students graduating without ceremonies. This world of delayed or virtual graduations is the new reality. But as students deal with uncertainty about their future and the disappointment of cancelled events, their families are committed to making the moment meaningful with balloons, yard signs and even drive-by celebrations.

Walgreens wanted to help families make this crucial rite of passage as special as possible. A WPP team led by VMLY&R and Berlin Cameron commissioned musical artist Bebe Rexha to create an upbeat dance track by reimagining the famous graduation song Pomp and Circumstance, and then showcased it in a TV commercial celebrating graduation with the Class of 2020.

From brief to air, this spot was produced in one week and launched on ABC’s Graduate Together TV special. The campaign included TV, digital, a TikTok Grad Jump Challenge led by Bebe Rexha and participation from Elvis Durante of iHeart Radio.